Sveriges Radio (SR) has a wealth of data from a brand tracking program going back many years. Previous analysis had looked at the relationship between a wide array of imagery and performance attributes and four different outcome variables. Complexity in the results meant that no actions had been taken, and value from the tracking research was therefore limited.
A robust analysis plan was developed to bring much need structure to the results. Initial analysis identified a single KPI on which to focus – and multiple approaches were applied to reduce the number of attributes in our model. Our final model was then simplified into a non-statistical visualisation as the primary communication tool.
We presented the model to the SR board, and have been invited to communicate to the other senior managers throughout the business.